I just finished doing one of SirsiDynix’ free webinars — what a great experience! Focus Groups: Perceptions for Planning is really about when to consider using focus groups – when not to – and how. I liken focus groups to organizational leadership. To be an effective leader, you need to journey within yourself. The same is true for organizations. To be a leader, organizations have to know who they are, what they stand for, and where their leadership comes from — or doesn’t come at all. Leadership, for individuals and for organizations, involves discipline, integrity, focus and hard work.

Focus groups are a fabulous – and fun way – for an organization to better understand itself or one or more of its services and how it is perceived within its market or constituency.

To gather that “gold” afforded by groups, focus groups need to be approached as guided discovery into the perceptions & opinions of representatives of your community or your university or your corporation. The facilitator is really the guide leading the group as they explore a specific topic or section of their environment.  It’s not a beef session or a forum for complaints or suggestions — it is a group’s opportunity to focus on a concept.

What’s most often forgotten by those putting focus groups together is that the there needs to be something in this for participants. The WIIFM (what’s in it for me) syndrome goes beyond the $5.00 gift certificate you may give them to get a coffee,

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